a higher degree of smooth communication with their children and have more obedient that will have a higher impact. During daily smooth communication, parents' consumption preferences and attitudes will also affect their children consumption. Parents who have negative attitudes toward television advertising tend to have children who request fewer purchases and are more consumer educated. Children who spend less time with parents and other familial ties are more likely to be affected by peers and media than children who spend time with their family. The influence that other familial connections, such as siblings and grandparents, may have on consumer socialization has not been studied as extensively as parents. Siblings has been found to rely on each other to gain information on the marketplace. Gender Gender has been identified as a critical social structure variable in consumer socialization. Women tend to have a more positive attitude toward advertisements than males. Young girls and teenagers are more affected by peer and family influence than boys. Young girls are also more likely to deem a brand their favorite based on whether their friends have them. Boys tend to be more influenced by non-personal communication than interpersonal interactions. Race African Americans tend to watch more hours of television a week and watch different types of television programs compared to their Caucasian counterparts. African Americans rely more on television as a form of consumer socialization than family. African Americans also have a more positive attitude toward advertisements than their Caucasian counterparts. African Americans tend to buy the same brand rather than competing brands. In Asian cultures, parents and peers tend to have a greater influence on consumer socialization than television. This may be due to Asian cultures' tendency to behave in ways that are best for the community rather than for the individual. This close-knit community leads to a reliance on referrals and word-of-mouth. Hispanic cultures, like Asian cultures, are family-oriented and can be considered to be collectivist. Hispanic children tend to depend on parents and peers to learn more about consumer behavior. See also Consumerism Consumer culture Self brand § Development of self brand concepts References Consumer behaviour Child development Socialization